What is coming up is my favorite interview I have done, at least until I have the opportunity to do an update next year. You'll hear why in the interview, but it stems with a personal connection I made with the product we discuss, which is a reality TV and web video series.

First, let me remind you that product managers need to think more strategically to expand their success – to become product masters. This is what executive teams want from their product managers, and this interview with my guest is a great case study for thinking strategically and reshaping an entire organization.

What if you could create a new product that significantly increased the visibility of your brand – is making it top of mind for your ideal customer – resulting in new sales and increased brand equity while also at the same time creating a rich market research platform?

Oh, and if that isn't already enough, do real good in the process – transforming your organization's brand from traditional corporate America to one of the good guys – a company doing genuine good for people that further attracts your ideal customer.

That is what Deluxe Corporation has done with the creation of the Small Business Revolution - Main Street, a TV series spotlighting the importance of small business in American small towns. The show is hosted by Robert Herjavec, known for his work on Shark Tank, and Amanda Brinkman, the Chief Brand and Communications Officer at Deluxe. Amanda formulated the strategy for the Small Business Revolution, and the show is a real winner and a perfect example of a product that creates value for all the stakeholders involved.

I talked with Amanda to learn more about the creation of the show and its impact. Amanda is a veteran brand and creative visionary who is drawn to purpose-driven marketing and brand transformation. Her work is currently turning around Deluxe Corporation, a 100-year-old company. What she is accomplishing is phenomenal and contains many lessons to inspire product managers and innovators. I'm delighted to bring the story to you.